Chief executive officer of the Bermuda Tourism Authority Bill Hanbury has laid out plans for a new marketing strategy for the island, focusing on sports tourism, its British traditions as well as its ‘island soul.’
Hanbury says Bermuda will be marketed as an ‘Atlantic’ destination rather than a ‘Caribbean’ destination and as a place to vacation year-round.
"Global visitors desire sports and recreational experiences," Hanbury said, detailing plans to aggressively promote Bermuda golf.
BTA will set up a golf tourism advisory board, and an on-island concierge service to enable visitors to book tee times easily.
It also pitching to athletic teams as an ideal warm weather training destination, and running, cycling and triathlon events could play an important role.
"Our winter weather is delightful compared to the US, Canada and the UK," Hanbury said, adding that BTA will allocate more marketing dollars to shoulder season promotion, focusing initially on the north-eastern US and Canada.
